Question

Topic: Advertising/PR

How To Reach Publicity For Art?

Posted by Anonymous on 7/25/2011 at 2:29 PM ET 250 Points
Dear Sir or Madam,

How can I reach publicity via various journals and magazines appearing as news or an interesting topic without paying for an ad or a PR article?

Our company, (name removed), represent contemporary artists as well as produce and sell limited edition fine art prints of their artworks, solely via our online gallery. We have established a curatorial approach, meaning that our aim is to let people feel and understand the artists' ars poetica, thoughts and feelings. Besides prudent communication, our prints are printed on acid-free and chlorine-free, 100 % cotton rag paper. Each print comes with a numbered certificate undersigned by the artist, shipped by trackable express shipping anywhere in the world. Additionally, we offer affordable art, since our prints vary in price from EUR 50 up to EUR 1000.

I am convinced that what we do at (company name removed) should be spread around the world and people should have the opportunity to get access to the prominent, emerging artists we represent.

I would appreciate if you could help me with ideas, comments and recommendations.

I look forward to reading your inputs with much enthusiasm.

Best,

David
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RESPONSES

  • Posted by peg on 7/25/2011 at 2:47 PM Accepted
    You'll never get free coverage about "why you should buy art from us." But if you can present the compelling story behind what makes each artist distinct and creatively significant, then you're more likely to get coverage. Such an article will mention your company only as a footnote, but that's okay because it's high-quality exposure, and free.

    However, for the same amount of work, you would do much better by following the monthly newsletter example established by www.MyFonts.com. Each issue tells the story of one font designer and showcases some of their work. It is well written and hugely popular -- and it has driven far more sales than a magazine or journal ad could ever do. This same solution would work for you, showcasing each of your represented artists. Go take a look!

  • Posted by Gail@PUBLISIDE on 7/25/2011 at 2:59 PM Accepted
    To effectively pitch a story to media, you have to think like a journalist. (First, be sure it's the right journalist.)

    You must also ask yourself what story within your business would be most attractive to consumers.

    Then, go about presenting information to targeted media in ways they wish to be pitched.
  • Posted by mvaede on 7/25/2011 at 4:32 PM Accepted
    Have to agree with peg (thanks for the link to fonts) write the story yourself - Your customers are interested in knowing more about the artist and the story behind the art they are doing.
    Identify art journalists, identify art blogs, identify art critics...
    Invite them to your blog, where regular posting will keep them up to date with novelties, behind the scene, personalities, stories and analysis about a specific piece of art.

    I'm sure this will drive more business for less cost with the befit of knowing who is interested in your offer - without ever pushing them to buy from your shop.

    Mikael
    B2B Marketing

    ps, signed up to your newsletter as you got some cool stuff
  • Posted on 7/26/2011 at 1:58 PM Author
    First of all, I would like to thank you for your comments :)

    We actually send out newsletters for those who subscribe, and according to our concept, we write about the artists and about their particular artworks. Additionally, we plan to start writing a blog with frequently refreshed content.

    I find your proposals useful, and I have already started to refine my approach.

    Mikael, I am especially happy that you found our project interesting and signed up to our newsletter.

    I will keep thinking and may turn back with further questions soon.
  • Posted by Sally on 7/26/2011 at 9:54 PM Accepted
    I also agree with Peg...it is the story that will get the attention. Aside from a story about the artist, how about a story behind the subject or the art form?

    If the artist has a link to a geographical area, or follows a certain discipline, link into those areas for possible connections for a story.

    Based on your priority client profile, look at other publications that this client type might be attracted to...may not be an art related publication...could be an article for the flight magazines, travel magazines, etc.
  • Posted on 7/27/2011 at 5:56 AM Accepted
    Hi,

    Why don't you use a social media. to grab the attention of the audiance. Newspaper article may give you only the local coverage, but on social media, you will get a global coverage, more output, less time to market and in the end, the one who likes can read not just the current news, but the old histpory as well.

    Nishant Manchanda

    i support www.photographyforcause.com . do your bit now.
  • Posted by lstevens on 8/2/2011 at 3:06 PM Accepted
    Have you considered developing a relationship with interior designers? In the US there are a few dominant professional organizations for interior designers (ASID and SID). Most people who aren't art enthusiasts will buy art when they are decorating their home.
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